Written by:
Stay updated with Roku Advertising.
Roku announced this week the adoption of Unified ID 2.0 (UID2), a leading identity solution, across its premium streaming inventory. Developed by The Trade Desk, UID2 is an identity solution that is helping pioneer the new identity fabric of the open internet. Read the release.
This integration extends our commitment to an open, interoperable streaming ecosystem – making it easier for our constellation of partners to collaborate. Meanwhile, directly enabling UID2 for Roku Media will help our advertisers improve the reach, targeting and measurability of their campaigns.
But that’s not all. Below we offer more color on what this expanded partnership will mean for brands, publishers and the streaming space as a whole.
A new frontier in addressability
With powerful first-party data from 83.6 million Streaming Households, Roku has long been at the forefront of addressability. Integrating UID2 represents a new frontier in addressability that will provide advertisers with greater efficacy and more personalized ad experiences across Roku’s inventory and devices at scale.
Greater targeting precision drives demand and revenue potential, as well as a more efficient advertising ecosystem. That’s a win-win for advertisers and publishers alike.
“The adoption of Unified ID 2.0 represents another step forward in Roku’s strategic programmatic path, rooted in our goal to revolutionize the ad ecosystem,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku. “By further partnering with The Trade Desk, we aim to enhance targeting capabilities, improve ad performance and efficacy to drive growth, and maintain our leadership position in the TV streaming space.”
“As consumers continue to spend more and more time in streaming, advertisers are looking for ways to reach these viewers at scale,” said Will Doherty, VP of Inventory Development, The Trade Desk. “By adopting Unified ID 2.0, Roku is showing the value the premium internet has to offer advertisers, while prioritizing privacy for their highly valued audiences.”
Benefits for advertisers
The Roku Experience is proudly ad-supported and results-driven. The UID2 integration takes ad campaign performance to a new level by enabling advertisers to better target, optimize, and attribute their campaigns. They also gain a secure way to facilitate data collaboration.
Here’s how it works: The Trade Desk's advertisers can use UID2 to activate against Roku’s first-party data through Roku Exchange. With UID2, advertisers can find their audiences more easily on Roku. They can then use The Trade Desk to target Roku users with UID2, buy Roku Media, and instantly measure and attribute impact alongside the rest of their media campaigns running through The Trade Desk.
By enabling UID2 across its premium inventory, Roku offers a seamless activation, more accurate targeting and measurement, and higher conversion rates, all of which translates to better return on investment and ad spend.
Want to stay updated with more news and updates from Roku? Subscribe to our monthly email newsletter.
